Ad perception depends on its context

Written by Zoé Baillieux on Jul 19, 2019 2:47:44 PM

A new biometric study by IAS and the Neuro-Insight Institute shows a "halo" effect for advertisements.

Thus, the messages broadcast in a context favorable for the brand are much better perceived and retained by the Net surfers ...

Since the inception of digital advertising, marketers have been debating the impact of an ad's environment on how it is perceived by its audience.

The new biometric study published today by Integral Ad Science (IAS) reveals neurological evidence that the environment of an advertisement has a decisive impact on how people respond to it.


The study shows that advertisements seen in high-quality mobile environments - that is, a brand-safe environment (corresponding to low brand risk) - are perceived 74% more favorably than the same advertisements seen in low-quality environments (representing moderate risk, according to IAS brand-safety risk rating).

Neuroscience helps Ads  ...

The study presents neurological results demonstrating that the effectiveness of mobile advertising is directly related to the environment in which it is displayed.


The biometric study looked at the brain centers responsible for positive and negative affinities and found that consumers liked advertising more when viewed alongside high quality content while they did not like it. not the ads displayed next to lower quality content.

Ads seen on high quality sites are perceived : 74% more likeable than the same ads seen on low quality sites

Audiences on high quality sites showed : 20% higher engagement than on low quality sites

Campaigns on high quality sites stand to benefit from 30% greater memorability driven by brand suitable content

The study shows that consumers are three times less likely to associate with brands whose ads appear alongside inappropriate content, inappropriate or offensive.

In addition, they also tend to think that the placement of advertising in an inappropriate context is intentional on the part of the brand.

"This biometric research demonstrates that the quality of the advertising environment has a decisive impact on how an advertisement is perceived."

People react to the entire context of an ad impression rather than just one of its components. And this generates a very strong and very positive "halo" effect for advertisements that are seen in high quality environments. "Better and more effective advertising

Advertisers seek to engage consumers and influence their long-term memory.

The biometric research of IAS reveals that, in addition to being perceived more favorably, an advertisement broadcast in high quality content also generates a higher engagement rate of 20% and up to 30% higher retention among compared to moderate risk environments.

So the choice of the right context benefits everyone: advertisers, publishers and consumers.

A better user experience will also help increase the effectiveness of the campaign.

For this, advertisers must clearly identify their context requirements appropriate to their image, while avoiding overly limiting the inventory that they can reach, while publishers must actively work with brands to understand and meet their requirements. Brand-safety.

Article taken from Co-marketing